BY HEATHER THOMSON
/ The Scoop
Yummie by Heather Thomson started with the idea that shapewear doesn’t have to be unattractive and uncomfortable. In 2014, Yummie redesigned their website, but soon after noticed that their performance was declining. Unsure why there was a decline, Yummie’s team turned to Blue Moon Digital for a site-wide usability study to identify potential user experience issues on the site. Blue Moon Digital’s initial research found that one of the top landing pages for the site (the shapewear page) was showing low engagement metrics and a decreased page value (the monetary value of a particular page in the conversion path). During testing, the BMDi team found that this page was confusing to users as they were unsure of what action to take. After implementing recommended changes, page value increased 54%.
Create a positive user experience and eliminate conversion roadblocks on the website.
/ The Method
Usability testing is designed to understand how users interact with a website and to uncover issues that could be leading to a negative experience, or preventing a user from converting. A well-designed usability test measures performance by having users perform a set of tasks that mimic real life situations. For Yummie, the BMDi team compiled a user group that included women of all ages and sizes with an additional focus to find users with varying backgrounds, e.g., career, income, computer/ technology knowledge, and in-store vs. online purchasing patterns. The users were brought in one at a time to complete the predetermined tasks while the BMDi
team observed their interactions with the Yummie website. Users were encouraged to “think aloud” and treat the session as if they were in their natural environment. Although the users were told that it wasn’t a test, they still wanted to “pass” and would try harder to complete tasks. If a user says “at this point I would give up,” the general consensus is that they would have stopped a few steps before, had they been on their own.
Predetermined Tasks: Fail
TASK 1: Signup for email and be sure to include your birthday to get a special offer on your birthday
TASK 2: Find out what makes Yummie products unique
Compare the different styles of denim and find out what fit best suits your figure
TASK 4: Find out what the return policy is to see if it makes sense to order two sizes and return one
TASK 5: Find a garment that will make you feel confident at an upcoming social event
The usability test conducted by the BMDi team discovered over 20 opportunities to improve the website. The shapewear page was identified as the highest priority due to having the most revenue potential. Users would get stuck when they landed on the shapewear page because it was designed as a content page rather than a shoppable page.
BY HEATHER THOMSON
The optimization study led to the redesigning of the shapewear page to better reflect shopper intent. BMDi recommended that the Yummie team add more merchandise to the page and make it shoppable while still using the content to encourage users to purchase. Resulting in a 54% year-over-year increase in page value!
In addition, from January – July YoY 20% increase in conversion rate 30% boost in revenue 11% lift in website visits A strong relationship and open dialog proved to be a key ingredient to success.
Heather persistently evolves her brand and her collections continue to challenge the way women look at shapewear.
/ About Blue Moon Digital
As a digital marketing agency, our purpose is to fuel your commerce growth. We provide a full suite of digital marketing services including: ecommerce strategy and analysis, paid search marketing (PPC), display advertising, search engine optimization (SEO), email marketing, affiliate marketing, shopping engine management, social advertising, content marketing, mobile marketing and website analytics. We have a deep knowledge of the retail ecommerce industry and today’s shopper. Our proprietary data analysis toolset enables us to quickly gather insights and determine actions that need to be taken. Looking for a strategic approach? Let’s talk.
“Working with Blue Moon Digital for our site usability study provided us with valuable insights and actionable data. The study was a worthwhile investment, and the outcome is terrific for informing our decisions around site updates to increase performance across all marketing channels.” - Shari Hoenig, Director of Marketing and Ecommerce
/ About Yummie
Heather started Yummie by Heather Thomson after her first baby. Like many new moms Heather exercised and dieted but struggled to lose the baby weight. So she took a trip to the shapewear department looking for a confidence boost, but instead found unattractive garments that were as uncomfortable as they were unappealing. She saw a need and being the good designer that she is, she grabbed her sewing machine and went to work. A new way of looking at shapewear was born. Since Yummies creation, nearly six years ago,